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Industry
Lawn & Garden
Challenge
True Organic was already a global leader in professional-grade organic fertilizers. At retail, the category felt flat — muted packaging, confusing claims, and little inspiration. The opportunity: transform a trusted agricultural name into a vibrant consumer brand that inspires gardeners at Home Depot, Ace, and independent garden centers.
Results
What started as a professional fertilizer powerhouse is now one of the most dynamic new entrants in the consumer lawn and garden space. By blending agricultural credibility with consumer-first design, True Organic redefined what organic could look like at retail — making soil health not just practical, but inspiring.
Key Product
Packaging Design, Website, Commercial Growth, Brand Management, Creative Strategy, Branding & Strategy, Design & Content
“If you’re looking to introduce a brand into the highly competitive CPG industry, you need Brandtender. You’ll have the opportunity to partner with some of the most seasoned, strategic, and consumer centric experts in the industry for actionable ideas and the building blocks to build a sustainable brand across a broad spectrum of consumers.”
Grounded in Agriculture
True® is the worldwide leader in diverse and innovative production of organic fertilizers. They are a family-owned business who respectfully treat their growers' land as if it were their own. They are passionately dedicated to manufacturing the highest quality, safest and easiest-to-handle organic fertilizers developed exclusively to help you grow.The Challenge
How do you take a decades-strong professional brand and reinvent it for retail consumers without losing credibility in agriculture?
True needed a consumer-facing brand that could stand out at Home Depot and Lowe’s, resonate with gardeners already connected to organic produce, and build trust with new consumers just starting their journey in sustainability.
The Solution
True Organic Products has long been the global leader in professional-grade organic fertilizers. Their formulas nourish the soil for farmers across the world. But when it came to the consumer market, the organic lawn and garden aisle was stale — muted packaging, confusing claims, and little inspiration.
True Organic partnered with Brandtender® to change that.
We began by meeting with leadership and walking big box stores, hardware aisles, and independent garden centers. The insight was clear: the category needed energy, clarity, and emotional connection.
From there, we built the retail brand from the ground up:
- Strategy & Positioning: Defined the pillars of “The True Standard of Organic Gardening.”
- Identity & Packaging: A new logo and vibrant packaging system, designed to lift the aisle out of sepia tones and into high-definition, Wizard-of-Oz color.
- Digital & Retail Tools: Website, animations, sales decks, event kits, and in-store activations, all designed with consistency and clarity.
- Team & Ecosystem: Recruited internal sales and marketing talent, while managing agency partners across digital, PR, and social to activate the brand.
Every touchpoint was designed to make True Organic feel bold, modern, and approachable:
- Packaging that popped against competitors, with fruit and flower illustrations glowing in vibrant hues.
- Dark-mode assets that amplified color and dimension, helping the brand stand out in a traditionally flat, overly technical category.
Retail presence supported by impactful booths and point-of-purchase storytelling that educated consumers while inspiring them to buy.
Industry recognition including 'Best New Item' and 'Most Impactful Booth' at the National Hardware Show
The Results
The retail launch quickly gained traction:
- 167% YOY revenue growth (2023)
- 12.4x distribution increase in 2022
- 81% Top 2 Box purchase intent
- 30 SKUs launched in just 3 years
- Industry recognition including Best New Item and Most Impactful Booth at the National Hardware Show
What started as a professional fertilizer powerhouse is now one of the most dynamic new entrants in the consumer lawn and garden space.
By blending agricultural credibility with consumer-first design, True Organic redefined what organic could look like at retail — making soil health not just practical, but inspiring.
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